2. Introduction
• is defined as Vorsprung Durch Technik, which means
PROGRESS TO TECHNOLOGY.
• Founded by August Horsh on the 16th day of July, 1909 in
Zwickay, Germany.
• Its headquarters is situated in Ingolstadt, Bavaria, Germany.
• It is currently a subsidiary of Volkswagen AG which holds
99.55% of the total stakes of Audi since 1966 after its
purchase from its former owner Daimler-Benz.
• Audi is represented in 110 countries worldwide and since
2004, Audi has been selling its products in the Indian market.

3. MISSION
is an internationally reowned manufacturer of high-
quality cars. Our success has been achieved through
creativity, commitment and the ability to generate
enthusiasm. The wishes and emotions of our customers are
the guiding principle behind our every action. We strive to
lead the way in the field of innovation. We aim to establish
new standards to substantiate our brand claim of. . .

4. The Life Cycle
• ’s sales in 2010, of the Audi Executive class was 6,59,748.
Its in its maturity stage of its life cycle.
• The total sales of the sports class was 29,697. The sports range
of Audi is its premium segment in which cars are worth around
500,000 USD. This segment of Audi is in its growing stage.
• The SUV range of Audi sold 2,03,541. The SUV range has not
been able to acquire the major market position due to stiff
competition from the main rivals Porsche, BMW, Mercedes-
Benz and the SUV king, Land Rover. Thus it is at its peak
level of the product life cycle.

5. The Categories
manufactures automobiles in 3 categories, which are-
• The Executive Class
1. Audi A4
2. Audi A5
3. Audi A6
4. Audi A7
5. Audi A8 (Full-size Luxury Car)

6. ‘s Sports class-
1. Audi TT
2. Audi R8
3. Audi TTS
4. Audi TTRS

7. ‘s Sport Utility Vehicle (SUV) Range
1. Audi Q3
2. Audi Q5
3. Audi Q7

8. Ensuring Sales
has maintained enormous sales after being aquired by
Volkswagen Aktiengesellschaft (AG).
Audi ensures its sales by promoting its brand and its cars
through-
1. Promoting the brand in Rallies and Races.
2. Audi is the major car which is used in major movies.
3. Sponsoring major soccer clubs, baseball and basketball teams.
4. The Audi Mileage Marathon and Audi e-tron.
5. Promotes through video games

9. Are they related to each other??
• Technology
• Price
• Designs
• Engines
• Selection criteria

10. SWOT Analysis Audi
Strengths
• Brand Reputation.
• Technology, creativity and innovation.
• Large panel of products.

11. SWOT Analysis Audi
Weakness
• Doesn't operate on the huge scale.
• Concentrates only on the high class market.
• No subvention for higher models (A6, A8).

12. SWOT Analysis Audi
Opportunity
• new emerging markets of China and India.
• Growth in new car sales in the Asian market.
• Positive impact of FDI.
• Extend loan tenor to 84 months.

13. SWOT Analysis Audi
Threats
• Giant competitors.
• Impact of recession.
• Economic slowdown.
• Higher subventions offered by competitors.

14. Danke Schön
Thank You